Non Thesis Master Program in Marketing Communication Managament

Advertising and Campaign Analyses(CO-E 541)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
CO-E 541 Advertising and Campaign Analyses 1 3 0 0 3 6
Prerequisites
Admission Requirements
Language of Instruction Turkish
Course Type Compulsory
Course Level Masters Degree
Course Instructor(s) Halime YÜCEL BOURSE hbyucel@gsu.edu.tr (Email)
Assistant
Objective The objective of this course is to give to students the main elements about advertising processes such as advertising concept, advertising development, advertising current situation and advertising mechanisms of persuasion and to offer various tools for advertising campaigns analysis. The course will offer case studies.
Content Advertising definition, advertising institutions, advertising process functioning
Principles of an effective advertising campaign.
Various methods to analyze advertising campaigns.
Case studies
Course Learning Outcomes Students will acquire necessary tools to analyze advertising campaigns.
Teaching and Learning Methods presentations
discussions
students presentations
References Paul Rutherford,. Yeni İkonalar, Tr Mustafa K. Gerçeker, İstanbul, Yapı Kredi 1996.
Judith Williamson. Reklamların Dili: Reklamlarda Anlam ve İdeoloji, tr: Ahmet Fethi, Ankara, Ütopya, 2001.
John Tomlinson. Kültürel Emperyalizm, tr. Emrehan Zeybekoğlu, İstanbul, Ayrıntı 1999.
Varda Langholz Leymore, Hidden Myth: Structure&Symbolizm in Advertising, New York, Basic Books Inc., 1975.
Nicolas Riou, Pub Fiction: Société Postmoderne et Nouvelles Tendances Publicitaires, Paris, Editions d’Organisation, 1999.
Print the course contents
Theory Topics
Week Weekly Contents
1 Advertising definition, advertising institutions, advertising process functioning
2 Principles of an effective advertising campaign.
3 Various methods to analyze advertising campaigns.
4 How to analyze advertising campaigns target?
5 How to analyze advertising campaigns creative strategy?
6 Humor in advertising campaigns
7 Main themes in contemporary advertising campaigns
8 Case studies
9 Case studies
10 Case studies
11 Case studies
12 Case studies
13 Case studies
14 Case studies
Practice Topics
Week Weekly Contents
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 1 40
Contribution of final exam to overall grade 1 60
Toplam 2 100
In-Term Studies
  Number Contribution
Assignments 1 40
Presentation 1 60
Midterm Examinations (including preparation) 0 0
Project 0 0
Laboratory 0 0
Other Applications 0 0
Quiz 0 0
Term Paper/ Project 0 0
Portfolio Study 0 0
Reports 0 0
Learning Diary 0 0
Thesis/ Project 0 0
Seminar 0 0
Other 0 0
Toplam 2 100
No Program Learning Outcomes Contribution
1 2 3 4 5
1 The student can ımprove corporate marketing strategies. X
2 Student can produce brand management strategies. X
3 The student can analyse advertising campaigns. X
4 The student have knowledge about research methodes. X
5 The student have knowledge about corporate identity and corporate image. X
6 The student can follow trends and innovative developpements on communication. X
7 Students can gather strategical and analytical thinking skils.
Activities Number Period Total Workload
Class Hours 14 3 42
Working Hours out of Class 14 2 28
Assignments 1 10 10
Presentation 1 10 10
Midterm Examinations (including preparation) 0 0 0
Project 0 0 0
Laboratory 0 0 0
Other Applications 0 0 0
Final Examinations (including preparation) 0 0 0
Quiz 0 0 0
Term Paper/ Project 0 0 0
Portfolio Study 0 0 0
Reports 0 0 0
Learning Diary 0 0 0
Thesis/ Project 0 0 0
Seminar 0 0 0
Other 0 0 0
Total Workload 90
Total Workload / 25 3,60
Credits ECTS 4
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